Editorial And Advertising Mix. Readers' Perceptions The ... - mibes

Alexopoulos-Blanas, 276-290
advertorials may be more misleading than editorials . Probably the
greater acceptation to the advertorials has to do w ith their
structure and the placement (Prounis 2004) inside the magazine.
(Placement before the first issue and before the la st one) The third
outcome has to do with magazines characteristics. I n each case
readers seem to believe in the quality of Kapa styl e magazine (Appel
2000), its theme features and structure. This outcome is given by a
grant mean of M=4.03 in a five point scale. In this part questions
that had to do with the appreciation to structure a nd theme issues
that are relevant with the quality of the print med ia. The fourth
and last outcome of this investigation is focused o n readers’ groups
as potential product customers. In every case reade rs probably
believe with a mean of M=3.78 that placement of bra nd inside theme
features has some cost for the advertisers. Another great aspect that
is found is readers’ segmentation per age, sex, occ upation and
educational level. Each one of the previous reader- factors defines
some of the audience characteristics. A basic assum ption of this
investigation is the sample’s structure that is bas ed on subscribers’
data bases. The subscribers sample was chosen due t o the assumption
of its homogeneity. Its own homogeneity is proved b y the common norm
and direction of readers’ perceptions in every case . Although the
common reactions, readers per group tent to react m ore or less close
to the middle of the five point scale. For those re asons, an extended
analysis to the variances of every group was made.
Sex level analysis
Women’s reactions generate more attention and ap
men’s ones, while men have higher levels of accepta
magazine.
preciation than
nce for the
Education level analysis
High school graduates give more attention to the me features and
advertorials than every other educational group. It is observed that
as we move to higher educational level, attention o f the group has
lower prices. About theme information and amusement , lyceum graduates
have the first place followed by high school gradua tes, university
degree graduates and final Master or PhD owners. I n case of
advertorial information as the educational level gr ows up, the degree
of information falls. Lyceum graduates have the fir st place on
advertorial amusement with second the university gr aduates and then
the high school graduates and Master or PhD owners. The first place
for advertisements information is held by Lyceum gr aduates and the
second from high school graduates. University degre e and Master or
PhD owners seems not to be so interested from the a dvertisements’
information. Advertisements seem to amuse more univ ersity and lyceum
graduates and less high school graduates and higher educational level
readers. The amusement for advertorials and adverti sements is higher
to middle and high level of education and gets lowe r to basic and
higher educational level. The irritation level for editorial,
advertorial and advertisements falls as the educati onal level grows.
The acceptance for editorial is higher on lyceum an d Master or PhD
level and lower on university and high school level . The advertorial
acceptance level is higher in higher level of educa tion and falls as
educational level declines. Higher or middle educat ional level
respondents tent to feel more misleading for editor ials than high or
low educational level readers. The misleading degre e for advertorials
is higher for higher level of education and decline s to lower levels.
MIBES 2011 – Oral 284